MEDIA ADVOCACY - A CASE-STUDY OF SOKOLOF,PHILIP CHOLESTEROL AWARENESS CAMPAIGNS

Elevated blood cholesterol has been identified as a major causal factor underlying heart disease. Through effective use of the mass media, Philip Sokolof was instrumental in increasing cholesterol awareness, forcing major changes in the food industry, and facilitating the passage of tough, new food labeling legislation. Drawing on a variety of published sources and a personal interview with Mr. Sokolof, this article describes his efforts to use the mass media to promote change in the public health domain.